Over the years, I’ve advocated a variety of ways that labels themselves can offer positive customer service. As the world becomes more complex and confusing, it’s time to look at pluses again. More than ever, labels done right can add much to the customer service equation – driving satisfaction and sales.

The following are my recommendations:

Make them readable. Two primary purposes of labels are branding and messaging. Sometimes, in the interest of pizzazz, labels that look cool do a disservice to readability. However it occurs, make the label content easy to read. Consider such factors as font size, contrast, amount of content, and ease of accessing information. For example, if there’s label content overload, leading to tiny type, figure out other ways to impart information through digital portals. QR codes and Augmented Reality are two good ones.

While digital codes are typically easy to scan for easy digital access, peel-back labels offering additional information too often are difficult to open. If using them, make sure they are user friendly. Trying to peel back a stubborn label can quickly get frustrating, in turn causing the consumer to avoid it – and subsequently make other buying choices.

Make them durable. If the product will be subjected to water, heat or other challenging environments, make sure they’ll hold up. Labels that don’t can connote product insufficiency, even if that’s not a real issue. And, anybody wanting to access even basic information may be thwarted (e.g., is that the shampoo or conditioner?). As a practical matter, think about label protection and durability even when they’re not being subjected to harsh conditions. The look and feel of high-quality labels can convey professionalism and prove aesthetically-pleasing, which always moves the customer service needle in a positive direction.

Make them accurate and complete. Don’t make exaggerated claims or unsubstantiated statements. While consumers can be initially manipulated with grandiose statements, they will run the other way if the claims are proven to be over the top or completely false. With today’s social media serving as the ultimate lie detector, it’s easier than ever to expose untruths. And, as we all know, the only thing worse than a poor product is one making hyped claims that don’t hold up.

So-called “natural” products are a culprit that comes to mind. Unlike organic, which has specific requirements that must be met, natural claims have been bandied about. One person’s “natural” may be another’s “unnatural.” Find a better way to showcase a product than making questionable claims that can damage both reputation and revenues later.

Products whose claims include laboratory testing also need to be careful. News archives are full of “independent” and “verified” testing stories that have proven incomplete or downright false. And with today’s glut of  “fake news,” consumers are more cautious than ever. If you can’t prove it, don’t do it.

Make them “adhesive friendly.” Adhesives that attach labels to products need to be considered in light of usage. One that comes to mind actually involves stickers adhered to the cellophane wrapped around flowers. How often have buyers attempted to get price stickers off those bouquets, only to wind up having to cut them off? The opposite problem also exists, where an adhesive doesn’t stand up to the elements, causing labels to peel and crack.
Think about how the consumer will view and use a product label and select an adhesive that will do the best job. Is the label something the buyer may want to peel off the product and keep? Some artistic labels become collectors’ items, or they can be used for other purposes (e.g., proof of purchase).

Make them stand out in a crowd. This can be tricky. There is a delicate balance between designing for impact and distinction (form) and optimizing how and how much information is imparted (function). Start by working through what the consumer needs and wants to know about the product. Prioritize how information will be shared based on absolutes (regulatory), need to know, and want to know. Then, look at design options that will stand out within your product category but not at the expense of messaging.

Obviously, this depends on the product category. Liquor, beer and wine may require less label verbiage and more avant-garde design to help capture the hearts and palates of consumers. (Of course, this is where such novel digital presentations as Augmented Reality can be used to tell entertaining, engaging and impactful stories with the click of a smartphone camera.)

In an interesting twist, think about this possibility: Fewer ingredients mean less verbiage. As many trends point to simpler, purer products devoid of artificial ingredients, extraneous additives and a bunch of other junk, this may be an opportunity to reverse engineer a product based on the label. Consumers are demonstrating in droves that they will buy cleaner, higher-quality products at higher price points. Perhaps this is the time to regear and rethink your product offerings.

Labels can be a powerful vehicle to think about and improve overall customer service. As the “front door” to your product, they’re a natural place to start.

Mark Lusky is a marketing communications professional who has worked with Lightning Labels, an all-digital custom label printer in Denver, CO, USA, since 2008. Find Lightning Labels on Facebook for special offers and label printing news.